Internet Explorer DM WORLD'S BIGGEST PAC-MAN by Soap Creative

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WORLD'S BIGGEST PAC-MAN

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Australia
Agency Soap Creative
Released April 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: MICROSOFT & NAMCO BANDAI
Product/Service: INTERNET EXPLORER 9 & PAC-MAN
Agency: SOAP CREATIVE
Developer Evangelist: Michael Kordahi (Microsoft)
Vice President Of Marketing: Carlson Choi (Namco Bandai)
Agency: Soap Creative (Soap Creative)
Media placement: Website Game - The Internet - 13 April 2011

Describe the brief/objective of the direct campaign.
There were 2 separate briefs initially. One dealt with very high brand affinity, the other very low within a category where Google Chrome was pulling all the creative punches.
Brief 1: Showcase the power of HTML5 on Microsoft's newly released IE9 browser.
Target: Australia's tech/dev community. Generate buzz among them via a direct experience with the browser's potential.
Brief 2: Create an online experience for PAC-MAN which can help build awareness for upcoming releases.
Target: Hardcore and former fans, plus younger fans who know of PAC-MAN's pop-culture status but haven't directly experienced his awesomeness.
The solution: Combine the briefs.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
World's Biggest PAC-MAN is an online game. It allows PAC-MAN fans across the globe to create and play their own maze, adding it to an endlessly growing map of interconnected and playable levels - something only possible online with the features IE9 boasts.
Worldsbiggestpacman.com launched off just 1 announcement at a Microsoft developer event. It had no other paid media support throughout the campaign. So how users directly experienced worldsbiggestpacman.com and referred others to it was key.
Desired outcomes:
-People play, create and share mazes
-'Buzz' among the tech/dev community for Microsoft
-New awareness, excitement and Facebook fans for PAC-MAN

Explain why the creative execution was relevant to the product or service.
This worked for both briefs. The iconic PAC-MAN got a new lease of life, whilst the retro-cool of PAC-MAN, and the use of HTML5 to make it all happen in the modern browser, would gain attention among IE9’s primary (and tough to impress) target audience, the tech/dev community, and then the rest of the world.
We made everything as simple as possible. Click to 'Play' or 'Create'. And the 'Like' button provided an easy way to rate mazes and spread the site/your creations organically. So despite having no media support, new people were constantly being directed to the site.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Response:
-1.5m visitors in first 3 weeks
-2.3m visitors from 194 countries following launch
-Average time on site 6 minutes
Engagement:
-23m mazes played to date
-82,800 mazes created to date
Conversion
-245,322 visitors using IE9
-Increase in new fans to official PAC-MAN Facebook page peaked at +50,000 in one day
-Total new fans attributed to the site currently sits at 265,000
Buzz:
-16,000 tweets in first week (including from major celebs)
-20,000 site links in first month
-FWA Site of the Day
-Attention from traditional press (CNN, CNET) and all the key tech sites & lifestyle blogs.